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Employer Branding 101 - · PDF file Employer Branding 101 The best HR professionals are...

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  • Employer Branding 101 The best HR professionals are becoming marketers. Find out why,

    what your employer brand means, how to inspire current and future

    employees, and how it can help you achieve your core KPIs.

  • We’ll cover that and more in this ebook, along with actionable next steps, and

    other resources to continue your research on this increasingly important topic.

    Catalyzed by the rise of the millennial professional,

    candidates are increasingly focused on researching

    companies before applying for a job, doing extensive

    diligence on potential career paths, and generally being

    picky about what’s next in their professional lives.

    Let’s use a thought experiment to understand this new

    behavior. Let’s say you’re deciding which restaurant you

    and your friends should choose for dinner tonight. Before

    making a decision, you’ll probably look at menus online,

    and peruse Yelp reviews. You spend 20 minutes before

    committing to a restaurant, and that’s for taco night!

    Similarly, the job seeker’s decision making process now

    mirrors typical consumer behavior. Everyone looking at a

    job will do their diligence on a given company before

    applying for a role.

    A new talent acquisition paradigm

    It’s just like Taco Night

    2

    What is employer branding?

    Why does it matter? What are the best companies doing to address

    this key part of the talent acquisition equation? How do you document

    your employee experience, so that company culture is clearly

    communicated and existing employees can act as ambassadors?

  • 3

    According to CareerBuilder, 68% of candidates are

    spending more than 2 hours BEFORE applying for a job!

    This is an incredible amount of time and effort, but makes

    sense if put in the context of the impact a new job will

    have on your life (remember how much time you spent

    researching for taco night??).

    The scary part here is that job seekers are doing their

    research for a reason. If they don’t find interesting

    aspects of your company or role, or they find disparaging

    reviews online, they will move on. Ask yourself, if

    someone researches my company for 2 hours, what will

    they find? If someone asks a friend or contact about you,

    what will they hear? Does the employee experience align

    with your stated values? Do you have company values?

    The rise in popularity of Glassdoor

    means that companies need to be more

    vigilant than ever in protecting their

    employer brands online. 1 in 3

    employees who are laid off will leave a

    Glassdoor review. Just like Yelp, the

    desire to leave a review is usually

    triggered by a negative experience.

    That said, there are many companies

    who’ve done a great job in proactively

    building their brands by telling their own

    story (as opposed to allowing their most

    disgruntled employees tell it for them)

    via authentic employee authored

    content that lives all over the internet.

    The best of this content shows off what

    it’s like to work at their company. Many

    top companies are doing just that

    through software like NextWave which

    allows for easy content creation and

    distribution.

    Candidates are researching your company

  • 4

    What is employer branding and why does it matter?

    Perhaps you’ve heard that HR and talent professionals

    are now expected to think like marketers. Your

    employer brand is defined by how the world perceives

    what it’s like to work for your company. It's your job to

    proactively influence this by providing candidates with

    the information they need to form an opinion of you,

    the same way your marketing teams provide your

    potential customers with all of the information they

    need to form an opinion of your product and company.

    It’s also critical to give existing employees guidance on

    the kind of company you’re building, so that they know

    how to be effective ambassadors.

    Employer branding efforts yield immediate results

    when you put this rich information in all of the places

    candidates are finding out about your job opportunities.

    Given candidates’ propensity to research your

    business before applying, you’ll positively shape their

    gut reactions on what working at your company looks

    like. If they're the right fit for the job, this increases the

    likelihood of applying for your open position which

    lowers your time to fill and cost per hire.

    Imagine a candidate considering Google. What will she

    find during the course of her preliminary research? On

    their careers page, there are specific examples of what

    the day-to-day culture is like from real employees.

    Looking at social media, their message and

    commitment to employees is consistent with the

    information on the careers page. Employees currently

    in these positions are speaking directly about why this

    is a unique opportunity. Candidates appreciate seeing

    a clear, consistent company identity.

    For Google, their content and the corroborated stories

    on other platforms paid off in the the short term by

    getting a new candidate into the hiring funnel. It also

    builds a brand over time. The gut reaction for

    candidates is strong, positive and aligns with all of the

    things Google prides themselves on. This sort of long

    term brand building creates a pipeline of interested

    professionals who are right for the job.

    “Candidates think hard about the impact an employer’s name is going to have on their resume. So as an

    employer, it’s important to invest in your brand, so people can easily answer that question. You want to a

    candidate to say “Working for this company is going to make my resume really stand out in the future.”

    -Molly Howard, VP of Operations at Ovia Health

  • 5

    “A uniquely collaborative culture”

    If you are continuously hearing from

    your colleagues about how they work

    together, and have never been in a work

    environment where people supported

    one another like this, then you can very

    credibly add this to your EVP.

    “True autonomy”

    Perhaps you’re recruiting engineers or

    other ‘deep thinkers’ who value alone

    time to work on problems. Or, maybe

    you are targeting self starters in sales

    roles. Whatever the case, this sort of

    messaging can be quite powerful in

    your EVP.

    A few EVP Examples

    Your employee value proposition is composed of the answers to the

    following questions: “Why do I, and other employees, appreciate

    working at my company?” AND “What makes working for my

    company a unique experience compared to all of the other

    places I could work or have worked in the past?”

    Your answers can come in a variety of forms—from employees’

    anecdotal stories, to phrases you hear around the water cooler, or

    even from the excitement an employee gets when referring a friend.

    If you ask your current employees what got their attention in the first

    place and what keeps them here, what do they say? How do you

    then communicate this to candidates? Don’t worry, we’ll get to that

    later with some best practices.

    Ideally, the employee value proposition aligns with your company’s

    mission, values, and culture, as defined on the website and in an

    internal knowledge hub like Tettra. This alignment will help foster

    and maintain the best elements of your employee value proposition.

    It also makes it easier for existing employees to tell others about

    their experience working at your company.

    What is an employee value proposition?

    “This generation is looking for authentic, meaningful

    places to work. You've got to convince them you’re the

    best fit for their goals and lifestyle. They’re not convinced

    by benefits and perks anymore. That's why tools like

    Glassdoor incentivize employers to add photos of their

    company events and showcase their commitment to

    things like equal pay and diversity. Show them your story.

    That's the only way to find the right candidates anymore.”

    - Aaron Wheeler, Director of HR at Wistia

  • 6

    10

    A Unique Opportunity

    HR has been slow to adopt marketing principles to attract

    talent. It’s not surprising. Imagine if we asked marketers to

    learn how to do payroll, or background checks, or deal

    with compliance issues. It would take them a while to put

    down what they were doing already, which was working

    ‘well enough,’ and get them to learn a new skill set.

    This means there is a unique opportunity for the

    companies who approach branding correctly to reap

    massive rewards over the coming years as their

    competition struggles to adapt.

    On average, candidates are

    researching your company for 2

    hours before deciding whether or

    not to apply. If

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